Abstract
This report focuses on five major segments in the glasses and contacts lens market: prescription eyeglasses; contact lenses; off-the-shelf eyeglasses and sunglasses; eyeglass/contact lens care products; and all other optical goods and accessories. Besides presenting sales data on a segment-by-segment basis, the report considers a range of topics, including the following:
" The size of the market, its potential for growth, and how products generally used for medical necessity can be made to stand out.
" What manufacturers and retailers can do to expand the market to new users and increase purchase frequency among current buyers.
" Key brands, challenges these face and how manufacturers endeavor to differentiate themselves.
" The impact of demographic shifts on product needs and how population projections will affect changes in the market.
" Innovative product positioning and attributes to attract an increasingly fashion-conscious society.
" How marketers can motivate current eyeglass and contact lens wearers to trade up.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- $13.8 billion market will grow moderately
- Corrective eye surgery poses threat
- Off-the-shelf products growing fastest
- Optical stores account for half of sales but slipping
- Nestlé replaces Bausch & Lomb as market leader for eyecare products
- Category innovations limited but important
- Majority of population use corrective eyewear
- Key brands
- Focus on style
- Market Size and Forecast
- Consultants on fashionable frames may stem tide of declining segment
- Figure 4: Total U.S. sales and forecast of glasses and contact lenses, at current prices, 2002-12
- Figure 5: Total U.S. sales and forecast of glasses and contact lenses, at constant prices*, 2002-12
- Competitive Context
- Corrective surgery
- Figure 6: Use of laser surgery, by age, March 2008
- Figure 7: Views on corrective eye surgery, by age, March 2008
- Ignoring problems with vision
- Figure 8: Incidence of eye exams and holding vision care insurance, by age, March 2008
- There is no physiological reason why more women are wearing corrective
lenses
- Figure 9: Use of corrective eyewear, by gender, May 2006-June 2007
- Hispanics may be out of touch with their eyes
- Segment Performance
- Off-the-shelf reading glasses boosting sales
- Figure 10: U.S. sales of eyeglasses, contacts lenses, and accessories, at current prices, by segment, 2002-07
- Figure 11: U.S. sales of eyeglasses, contact lenses, and accessories, by segment, 2005 and 2007
- Segment Performance--Prescription Eyeglasses
- Focus on the frames, not the prescription
- Figure 12: Total U.S. sales and forecast of prescription eyeglasses, at current prices, 2002-12Figure 13: Total U.S. sales and forecast of prescription eyeglasses, at constant prices*, 2002-12
- Opportunity for expansion during periods of low consumer confidence
- Potential for expansion with free exams
- Segment Performance--Contact Lenses
- Lenses too much trouble
- Figure 14: Total U.S. sales and forecast of contact lenses, at current prices, 2002-12
- Figure 15: Total U.S. sales and forecast of contact lenses, at constant prices*, 2002-12
- Lasik attractive to the contact wearer
- There' s gold in them there colored contact hills
- Figure 16: Attitudes toward colored contact lenses, by gender, March 2008
- Figure 17: Attitudes toward colored contact lenses, by age, March 2008
- Figure 18: Attitudes toward colored contact lenses, by race/ethnicity, March 2008
- Segment Performance--Off-the-shelf Glasses
- OTC reading glasses soar with Boomers
- Figure 19: Total U.S. sales and forecast of off-the-shelf glasses and sunglasses, at current prices, 2002-12
- Figure 20: Total U.S. sales and forecast of off-the-shelf glasses and sunglasses, at constant prices*, 2002-12
- Segment Performance--Contact Lens Care Products
- Increased prices combined with lower volume result in a stagnant segment
- Figure 21: Total U.S. sales and forecast of contact lens care products, at current prices, 2002-12
- Figure 22: Total U.S. sales of contact lens care products, at constant prices*, 2002-12
- Segment Performance--Optical Accessories
- Fashionable eyewear trend bodes well for accessories
- Figure 23: Total U.S. sales and forecast of all other optical goods and accessories, at current prices, 2002-12Figure 24: Total U.S. sales and forecast of all other optical goods and accessories, at constant prices*, 2002-12
- Retail Channels
- Introduction
- Discounters to make gains with premium selections of reading glasses
- Optical store sales decline with convenience and low price offered by
discount stores and supercenters
- Figure 25: U.S. sales of eyeglasses and contacts, by retail channel, 2005 and 2007
- Optometrists remain most popular place to purchase glasses or contacts
- Figure 26: Where glasses or contact lenses are purchased, by gender, May 2006-June 2007
- Potential for growth in department store sales
- Figure 27: Where eyeglasses or contact lenses are purchased, by age, March 2008
- Retail Channels--Optical Specialists
- Optical stores down 7% in share 2005-07 as sales shift to discounters
- The majority of optical store sales come from segments in decline
- Figure 28: U.S. sales at optical specialists, at current prices, 2002-07
- Figure 29: U.S. sales at optical stores, at constant prices*, 2002-07
- Retail Channels--Discounters, Drug Stores and Other
- Gaining share against optical specialists
- Figure 30: U.S. sales of eyeglasses and contacts at other channels, at current prices, 2002-07
- Figure 31: U.S. sales of eyeglasses and contacts at other channels, at constant prices*, 2002-07
- Market Drivers
- Boomers driving sales of reading glasses, bifocals and multifocals
- Figure 32: Use of prescription eyeglasses and contact lenses, by age, May 2006-June 2007
- Figure 33: Population, by age, 2003-13
- Fashion
- Under-45s, and 18-24s in particular most interested in eyewear as
personal expression
- Figure 34: Attitudes toward eyeglasses and style, by age, March 2008
- Figure 35: Eyeglass purchasing and style, by age, March 2008
- Differences between men and women
- Figure 36: Attitudes toward eyeglasses and style, by gender, March 2008
- Figure 37: Eyeglass purchasing and style, by gender, March 2008
- Figure 38: Frequency of purchase of eyeglasses and contact lenses, by gender, March 2008
- Minority groups show elevated interest in eyeglasses as personal
expression
- Figure 39: Eyeglass purchasing and style, by race/ethnicity, March 2008
- Computer Vision Syndrome (CVS)
- Figure 40: Substantial daily use of video monitors, by age, March 2008
- Figure 41: Substantial daily use of video monitors, by glasses worn, March 2008
- Leading Companies: Lens Care and Accessories
- Key points
- Large CPG companies
- Figure 42: FDMx sales of eyeglasses/contact lens solutions and accessories, by leading companies, 2005 and 2007
- Brand Share-- Lens Care Solution
- Nestlé S.A.
- Bausch & Lomb Inc.
- Novartis
- Figure 43: FDMx brand sales lens care solution, 2005 and 2007
- Brand Share--Lens Care Tablets and Accessories
- Novartis and Bausch & Lomb lead a fragmented arenaPrivate-label
companies making headway
- Figure 44: FDMx brand sales of lens care tablets and accessories, 2005 and 2007
- How contact lens solution is selected
- Figure 45: How contact lens solution is selected, March 2008
- Brand Qualities
- Bausch & Lomb
- Alcon
- Novartis
- Similasan
- Advanced Medical Optics
- Innovation and Innovators
- To go kits
- Figure 46: ReNu travel kit product packaging, November 2007
- Natural/Herbal
- Figure 47: Holistic product packaging for dry/irritated eyes, August (Similasan) and November (Prima Vu) 2007
- Silicone hydrogel comfort lenses
- Figure 48: Packaging for solutions for silcone hydrogel soft contact lenses, October 2007
- Advertising and Promotion
- Overview
- The doctor' s recommendation
- Figure 49: Bausch & Lomb ReNu MultiPlus, TV ad, 2007
- Novel benefits
- Allergan Restasis only needs to be used twice a day
- Figure 50: Allergan Restasis, TV ad, 2007
- Never break your glasses again
- Figure 51: Flexon glasses TV ad,, 2007
- Johnson & Johnson offers free trials of new lenses
- Figure 52: Johnson & Johnson Acuvue a, TV ad, 2007
- Figure 53: Johnson & Johnson Acuvue female, TV ad, 2007
- Figure 54: Johnson & Johnson Acuvue male, TV ad, 2007
- Get rid of those itchy eyes with just one application per day
- Figure 55: Pataday once-a-day, TV ad, 2007
- Building the brand
- Figure 56: Murine Clear Eyes, TV ad, 2007
- Figure 57: Transitions spectacle lens, TV ad, 2007
- Figure 58: Visine advanced, TV ad, 2007
- Usage
- Six in ten Americans have corrective eyewear; more need it
- Figure 59: Usage of eyeglasses and contact lenses, by gender, age, and race/ethnicity, May 2006-June 2007
- Figure 60: Usage of eyeglasses and contact lenses, by type of glasses or contacts, May 2006-June 2007
- Type of glasses worn
- Figure 61: Type of glasses owned, by age, May 2006-June 2007
- Type of contacts worn
- Figure 62: Use of contact lenses, by type, May 2006-June 2007
- Women don' t want to cover up their faces
- Figure 63: Use of contact lenses, by type, by gender, May 2006-June 2007
- Contacts too much of a hassle for those with multiple vision problems
- Figure 64: Contact lens usage, by age, May 2006-June 2007
- Figure 65: Contact lens usage, by household income, May 2006-June 2007
- Teen use of prescription eyewear
- Figure 66: Teen use of corrective lenses, by age and gender, May 2006-June 2007
- Type of glasses worn
- Figure 67: Teen use of eyeglasses, by age and gender, May 2006-June 2007
- Type of contacts worn
- Figure 68: Teen use of contact lenses, by type, by age and gender, May 2006-June 2007
- Use of eyedrops/eyewash
- Figure 69: Use of eyedrops and eyewash, by gender and age, May 2006-June 2007
- Attitudes toward Contact Lenses
- Attitudes by household income
- Figure 70: Attitudes toward contact lenses, by household income, March 2008
- Men less comfortable with contacts
- Figure 71: Attitudes toward contact lenses, by gender, March 2008
- Responses by Race/Ethnicity
- Type of glasses worn
- Figure 72: Type of glasses worn, by race/ethnicity, May 2006-June 2007
- Asians better able to afford contacts
- Figure 73: Type of contact lenses worn, by race/ethnicity, May 2006-June 2007
- Asian teens also keen on contacts
- Figure 74: Teen usage of contact lenses, by type, by race/ethnicity, May 2006-June 2007
- Asian, Hispanics more interested in corrective surgery
- Figure 75: Interest in corrective eye surgery, by race/ethnicity, March 2008
- Figure 76: Attitudes toward eyeglasses and style, by race/ethnicity, March 2008
- Reasons for not Wearing Contacts
- Introduction
- Men, over-45s more frightened of putting things in their eyes
- Figure 77: Reasons for not wearing contacts, by gender, March 2008
- Figure 78: Reasons for not wearing contacts, by age, March 2008
- Use of Contact Lens Cleaning Solution
- Figure 79: Use of contact lens cleaning solution, by gender, age, race/ethnicity and household income, May 2006-June 2007
- Glasses and Contact Lens Usage in Internet sample
- Introduction
- Figure 80: Usage of glasses and contact lenses, by type of product, by age, March 2008
- Figure 81: Usage of glasses and contact lenses, by type of product, by household income, March 2008
- Figure 82: Usage of glasses and contact lenses, by type of product, by gender, March 2008
- Figure 83: Usage of glasses and contact lenses, by type of product, by race/ethnicity, March 2008
- Consumer Data on Brand Selection
- Impact of age on contact lens solution brand selection
- Figure 84: Brands of contact lens cleaning solution used, by age, May 2006-June 2007
- Brand selection by type of contact worn
- Figure 85: Key brands of contact lens cleaning solution used, by type of lenses worn, May 2006-June 2007
- Impact of age on eyedrop/eyewash brand selection
- Figure 86: Brands of eyedrops and eyewash used, by age, May 2006-June 2007
- Bausch & Lomb branding carries over to eyedrops in over-$50Ks
- Figure 87: Brands of eyedrops/eyewash used, by household income, May 2006-June 2007
- Additional Consumer Data on Teens/Kids
- Place of purchase for teens
- Figure 101: Where teens buy glasses/contact, May 2006-June 2007
- Use of eyeglasses among children
- Figure 102: Child use of eyeglasses, by gender, age and race/ethnicity, May 2006-June 2007
- Appendix: Trade Associations
